This class was created by Brainscape user Ida Kleeberg. Visit their profile to learn more about the creator.
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Ida Kleeberg
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Decks in this class (28)
Dell'Acqua, F., McFowland III, E., Mollick, E. R., Lifshitz-Assaf, H., Kellogg, K., Rajendran, S., ... & Lakhani, K. R. (2023). Navigating the jagged technological frontier
Large language models llms 1,
Jagged technological frontier 2,
Experimental design study context 3
12
cards
Keller (2013): Strategic Brand Management
Definition of a brand 1,
What do brands create 2,
Brand elements 3
50
cards
Kapferer (2008): Strategic Brand Management
Overview of brands 1,
What is a brand 2,
Brand as an asset 3
18
cards
The Journal (2023): Apple Bets Big on ‘Nerd Helmets’ in a new window
Overview 1,
Key features 2,
Pricing and availability 3
7
cards
Kapferer (2008): The new strategic brand management
Definition of a brand 1,
Brand identity 2,
Importance of brand identity 3
15
cards
Aaker (1997): Dimensions of Brand Personality
Definition of brand personality 1,
Steps of the surgery 2,
Steps of the survery 3
11
cards
Today Explained (Podcast): Pharell WIlliams
Pharrell s new role 1,
Industry reactions 2,
Insights from journalists 3
5
cards
Bajaj and Bond (2017): Beyond Beauty: Design Symmetry and Brand Personality
Key findings research focus 1,
Central hypotheses 2,
Symmetry in visual design 3
8
cards
Luffarelli et al. (2019) - A Study of 597 Logos Shows Which Kind Is Most Effective (2019a)
Key research focus 1,
Descriptive logo 2,
Nondescriptive logo 3
11
cards
Luffarelli et al. (2019) - Let the Logo Do the Talking: The Influence of Logo Descriptiveness on Brand Equity (2019b)
Key findings descriptive logos an...,
Key findings moderating factors 2,
Key findings mechanism 3
6
cards
Kim and Lim (2018): A comprehensive review on logo literature research topics, findings, and future directions
Key insights importance of logos 1,
Strategic role of logos 2,
Theoretical foundations 3
10
cards
Navarro et al. (2020), Learning Statistics with JASP - Chapter 2
Example age 33 years preference i...,
Example eye colors blue brown gre...,
Example race positions 1st 2nd 3r...
17
cards
Goss-Sampson (2020), Statistical Analysis in JASP Some concepts in frequentist statistics
Null hypothesis h 1,
Alternative hypothesis h 2,
P value 3
8
cards
Kohavi and Thomke (2017): The Surprising Power of Online Experiments
Key lessons from online experimen...,
A b testing for large companies 2,
Tiny changes can have a big impact 3
10
cards
Goss-Sampson (2020), Statistical Analysis in JASP Chapter 7
Population parameters 1,
Sample statistics 2,
Replication 3
10
cards
Court (2009), The Consumer Decision Journey
Core concept 1,
Key changes in consumer behavior 2,
Traditional funnel 3
11
cards
Batra and Keller (2016), Integrating Marketing Communications New Findings, New Lessons, and New Ideas
Key challenges in imc 1,
Changing media landscape 2,
Nonlinear consumer journey 3
20
cards
Hilken et al. (2018), Making omnichannel an augmented reality: The current and future state of the art
Introduction purpose 1,
Challenges for firms 2,
Promise of ar 3
12
cards
Akpinar and Berger (2017), Valuable virality
Definition of valuable virality 1,
Key challenges 2,
Drivers of valuable virality 3
14
cards
Kaplan and Haenlein (2011), Two hearts in three-quarter time How to waltz the social media viral marketing dance
Viral marketing 1,
Benefits of viral marketing 2,
Core concepts word of mouth wom v...
17
cards
Leung et al. (2022a), Does Influencer Marketing Really Pay Off?
Influencer marketing industry 1,
Does influencer marketing yield p...,
Opportunity 3
14
cards
Leung et al. (2022b), Online Influencer Marketing
Online influencer marketing 1,
Oim distinctiveness 2,
Oim industry growth 3
13
cards
Navarro et al. (2020), Learning Statistics with JASP
Mean 1,
Median 2,
Mode 3
3
cards
Navarro et al. (2020), Learning Statistics with JASP - Chapter 4
Exploratory graphics 1,
Presentation graphics 2,
Histograms 3
4
cards
Goss-Sampson (2020), Statistical Analysis in JASP - pp. 25-33
Population parameters vs sample s...,
Types of bias 2,
Participant selection bias 3
11
cards
Goss-Sampson (2020), Statistical Analysis in JASP - pp. 34-37
Data transformation 1,
Data transformation key applicati...,
Common transformations 3
4
cards
Guest lecture
Three main consumer drivers fro b...,
Primary risk for a company that i...,
Love brands 3
4
cards
Statistics and tests
One sample t test 1,
Independent samples t tes 2,
One way anova 3
8
cards
More about
Marketing Management
- Class purpose General learning
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